Join the Resistance

The Hunger Games. Divergent. Ready Player One. The popularity of futuristic dystopian young adult novels inspired this experiential pitch execution, created for a new anti-acne product. The campaign criss crosses all channels, driving from one to other, to tell a compelling story that garners news and WOM.

The plot involves a futuristic world where dictatorial authorities are threatened by adolescents’ insight and ability to see through their facade. In an effort to suppress a potential teen rebellion, the government takes away all the trappings of teendom (cell phones, gaming, music, acne meds, etc.). Our target becomes participants in the storyline, unlocking clues to reclaim their independence—to take back their face and their fate.